Bit specialist Neue Schule has signed to return to BETA International as main sponsor of the 2017 trade fair, which will take place at the NEC, Birmingham, from 22 to 24 January.

This will be the fourth consecutive year of sponsorship by the North Yorkshire-based company famed for its high performance, superior comfort designs and precision manufacture using Salox gold – the material it created specifically for use in all its bits.

“We are extremely pleased to welcome Neue Schule back as main sponsor for a fourth year,” said BETA International organiser Claire Thomas. “The company’s decision is a fantastic endorsement of the show’s strength and reputation as a powerful business platform for UK and overseas trade. Members of the Neue Schule team are a real breath of fresh air – enthusiastic, creative and incredibly supportive – and we are looking forward to working with them over the next 12 months.”

Neue Schule CEO Sarfraz Mian added “The decision to sponsor BETA International 2017 was one of the easiest business decisions we have had to make at Neue Schule. Every year the show has delivered results beyond our expectations. We have seen yearly increasing demand from across the UK. Significantly for Neue Schule, BETA International has brought excellent international exposure, enabling the business to achieve its objectives to establish market presence across the world.”